Will Wright's Future in Toasters

05/11/2009 05:12 am ET | Updated May 25, 2011
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Videogame creator Will Wright's employment at Electronic Arts is toast - the very breakfast food that's helped to inspire the next stage of his career. Mr. Wright, who envisions a day when gaming will be ubiquitous, says the roots of his latest company are back in his teenage years in the mid-1970s. In an interview, he fondly recalled watching a series of television ads for breakfast treat Pop-Tarts that featured an animated, talking toaster named Milton The Toaster. The wise-cracking "character" is played by a two-slice toaster with a face draw on its side. Asked about Wright's ambitions, Electronic Arts, which has invested in Stupid Fun Club and has the right to commercialize its games, indicated it knew which side its toast was buttered on. "We have no doubt Will Wright could make an incredible game on the toaster," said Jeff Brown, an Electronic Arts spokesman. 1

On Wednesday, the man behind games such as Spore and Sim City resigned from the Redwood City, Calif.-based company to concentrate on his eight-year-old think tank, Stupid Fun Club, which aims to bring games to a host of new platforms. 2

  1. Will Wright's Future in Toasters (WSJ)
  2. Will Wright's Future in Toasters [Voices] (All Things Digital)

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